Source NDTV
The Food Safety and Standards Authority of India (FSSAI) has issued a prohibition order against FMCG major Dabur India Limited, barring the company from selling several popular food products carrying “100%” marketing claims.
The action follows a determination that absolute descriptors—such as “100% Natural,” “100% Pure,” “100% Organic,” and “100% Purity Guaranteed”—violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018. The regulator stated that these claims are ambiguous, unverifiable, and likely to deceive consumers.
Key Violations Highlighted by FSSAI
Unverifiable “100%” Claims: Products sold on Dabur’s online and retail channels used absolute purity tags that cannot be scientifically substantiated under food advertising rules.
Unauthorized Organic Branding: Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey featured the official Jaivik Bharat organic logo without holding a valid FSSAI organic endorsement.
Compound Food Mislabeling: Products like Dabur Hommade Coconut Milk were marketed under “100% Purity” tags, which are strictly prohibited for compound foods.
Affected Product Categories
Product CategorySpecific Products FlaggedKey Issue
HoneyDabur Honey, Dabur Organic HoneyUnsubstantiated “100% Pure” claims; invalid Jaivik Bharat logo
Edible Oils & GheeDabur Cow Ghee, Virgin Coconut Oil, Sesame OilMisleading “100% Natural / Pure” labeling
Beverages & VinegarApple Cider Vinegar, Coconut Water, Hommade Coconut MilkUnpermitted purity claims on compound foods; missing organic endorsements
How This Action Affects You as a Consumer
Changes on Store Shelves: Dabur has been ordered to immediately cease sales of the non-compliant product lots. You may notice temporary stock shortages or relabeled packaging across e-commerce platforms and retail stores as compliant inventory replaces old stock.
Clearer Packaging, Fewer Absolute Claims: Going forward, food brands will be forced to drop blanket marketing buzzwords like “100% Pure.” Labels will need to reflect precise, verifiable ingredient definitions rather than sales slogans.
Product Safety vs. Labeling Compliance: The FSSAI order specifically targets labeling and advertising non-compliance rather than product contamination. Existing items in your kitchen remain safe for consumption, but their marketing labels lacked regulatory proof.
Tighter Organic Verification: Consumers looking for organic products can expect stricter enforcement around the Jaivik Bharat mark, ensuring that organic claims carry valid regulatory certification.
Dabur has been given 15 days to submit an Action Taken Report (ATR) demonstrating compliance with the order.
